Trang 3 STRATEGIC MANAGEMENT 3MỤC LỤCCHAPTER I: INTRODUCTION AND SUMMARY OF THE BUSINESS PLAN OF VIETNAM ANIMAL INDUSTRY ONE MEMBER LIMITED LIABILITY COMPANY VISSAN .... To better under
THE STATE BANK OF VIETNAM Ho Chi Minh University of Bankin GROUP ESSAY BUSINESS MANAGEMENT MODULE: STRATEGIC MANAGEMENT Instructors: PHẠM THỊ HOA Implementation group: Module: HQ8 – L16 High-quality system TPHCM, 12/2022 HO CHI MINH UNIVERSITY OF BANKING GROUP LIST Serial Name Students code Notes 1 2 TRẦN NGỌC BẢO 050608200025 3 ĐẶNG HỒNG SƠN 050608200606 4 050608200614 5 VŨ MINH TÂM 050608200255 6 NGUYỄN XUÂN CƯƠNG 050608200657 7 NGUYỄN HỒNG THẮM 050608200293 8 050608200327 9 ĐẶNG THÙY DƯƠNG 050608200432 NGUYỄN LÊ HẠO 050608200416 TRẦN TẤN LỘC LÊ NGỌC PHƯƠNG LINH STRATEGIC MANAGEMENT 2 HO CHI MINH UNIVERSITY OF BANKING MỤC LỤC CHAPTER I: INTRODUCTION AND SUMMARY OF THE BUSINESS PLAN OF VIETNAM ANIMAL INDUSTRY ONE MEMBER LIMITED LIABILITY COMPANY (VISSAN) 7 1 Brief introduction of the business: 7 2 Business goals 7 3 The mission of the business 7 4 The vision of the business .8 5 The core value of the business: 8 6 Competitive advantages: 8 7 Strategic issues: .8 8 Organization-Wide strategics 9 9 Customer Segments 9 CHAPTER II: FINANCIAL STRATEGIC OBJECTIVES AND ORGANIZATIONAL GOALS 9 1 The solution to reducing short-term receivables of customers: 9 1.1 The goal of the strategy 9 1.2 Implementation content 9 1.3 Expected results 10 2 Solutions to reduce inventory 11 2.1 Strategy 11 3 Content implementation .12 CHAPTER III: CUSTOMER STRATEGY OBJECTIVES AND PRODUCTS MARKETING STRATEGY OF THE COMPANY 12 1 CUSTOMER STRATEGY OBJECTIVES 12 1.1 Customer care strategy 12 1.2 Customer Loyalty Strategy 13 2 PRODUCTS MARKETING STRATEGY “STP” 14 2.1 Concept 15 2.2 STP MARKETING STRATEGY 15 STRATEGIC MANAGEMENT 3 HO CHI MINH UNIVERSITY OF BANKING a) Market Segmentation 15 b) Selecting the target market (Targeting): 15 c) Product positioning (Positioning): 16 CHAPTER IV: INTERNAL/OPERATIONAL STRATEGIC OBJECTIVES & ORGANIZATION GOALS 17 1 The Core Tasks That Support Strategic Core values .17 1.1 Company personnel 17 a) Organizational structure diagram: 17 b) Regarding salary and welfare policy: 18 c) VISSAN: Developing with the motto “Vitality every day” 18 2 The Core Tasks That Support Strategic Visions .19 2.1 VISSAN's Vision 19 2.2 Overall operations to achieve the mission statement 19 a) Improve the quality of the processing mode 19 b) Invest in upgrading the distribution system 20 c) Production system development 20 d) Closed bonding process meets the standard 3F 21 e) Improve processes to improve product efficiency and quality 21 f) Variety of products 22 CHAPTER V: COMMUNITY INVOLVEMENT 22 1 Increase Brand Awareness and Build Trust with a Community .22 2 Improve Employee Morale 23 2.1 Optimize Teamwork Process 23 2.2 Listen 23 2.3 Patience 24 3 Foster a Culture of Collaboration .24 CHAPTER VI: SPECIFIC SOLUTIONS FOR IMPLEMENTATION OF THE STRATEGY 24 1 Solutions for financial strategy: 24 2 Solution for customer strategy: 24 3 Solutions for human resource development: 25 STRATEGIC MANAGEMENT 4 HO CHI MINH UNIVERSITY OF BANKING 4 Marketing Solutions .26 4.1 Products: 26 4.2 Price 26 4.3 Distribution 27 4.4 Marketing 27 a) Advertising: 27 b) Promotion: 27 c) Community Relations: 28 5 Research and development solutions 28 STRATEGIC MANAGEMENT 5 HO CHI MINH UNIVERSITY OF BANKING INTRODUCTION Since the dawn of time, food sources derived from cattle, poultry and vegetables have been an irreplaceable source of nutrition for humans Mr Nguyen Van Trong, Deputy Director of the Department of Livestock Production (Ministry of Agriculture and Rural Development) said that in the first quarter of 2021, the country's total pig herd was about 27 million heads, up 11.6% over the same period last year in which, at 16 enterprises and large pig breeding units, the pig herd reached 5.5 million heads, an increase of 65% compared to the beginning of January 2021; poultry flocks have reached 510 million heads, meat output is about 420,000 tons, up 5.2%; Eggs were estimated at 4.3 billion eggs, up 3.5% over the same period in 2020 That shows the importance of this food supply It is both an opportunity for businesses to thrive and a challenge because this is a large market and not easy to reach Facing that market context, VISSAN - a company specializing in providing high quality products for livestock and poultry has proven its ability to always be the go-to businesses in the industry This is not luck and it depends on the clear and specific business management strategy of VISSAN leaders To better understand how VISSAN's leaders manage business strategies, "VISSAN'S BUSINESS STRATEGY ANALYSIS" is a topic that you should not ignore We do a detailed analysis of each business's strategy, and at the same time give the most practical examples so that we can see that the success of VISSAN is the success of STRATEGIC MANAGEMENT in business STRATEGIC MANAGEMENT 6 Document continues below Discover more fQroumản: trị học BLAW2000 Trường Đại học… 142 documents Go to course LV09 - Những biện pháp nâng cao hiệu… 87 89% (9) Qth - chương 1 35 100% (3) Trading HUB 3 36 Xác suất 96% (28) thống kê File giáo trình bản pdf HSK 2 100% (11) 8 Giáo trình chủ nghĩ… Individual 2 3 Kinh tế vi 100% (10) mô Answer Key - Complete Ielts ban… 20 sách 92% (79) chuyện… HO CHI MINH UNIVERSITY OF BANKING CHAPTER I: INTRODUCTION AND SUMMARY OF THE BUSINESS PLAN OF VIETNAM ANIMAL INDUSTRY ONE MEMBER LIMITED LIABILITY COMPANY (VISSAN) 1 Brief introduction of the business: VISSAN Company is a State-owned enterprise under the Saigon Trade Corporation (Satra), built on November 20, 1970, and put into operation on May 18, 1974 The company's activities are specialized in the production and trading of fresh and frozen cattle meat and processed meat products Business areas: The company's activities are specialized in the production, processing and trading of beef and pork products, fresh and frozen poultry meat, seafood, high-grade cold meat products, sausages, and processed products , canned products, eggs, ducks Trading in technology products and other consumer goods Producing and trading in breeding pigs, meat pigs, breeding cows, beef cattle Producing and trading in animal feed Technical services on raising pigs and cows Catering business Trading in fruit juices and processed foods Producing and trading all kinds of fruits and vegetables, processed vegetables, spices and agricultural products 2 Business goals Vissan's main strategic orientation is to approach the market with quality as well as ensure food safety and hygiene Up to now, the company has been implementing closed processes in production and constantly improving processes to improve efficiency and product quality better and better In addition, Vissan also combines a closed business chain link and mobilizes social resources, thereby focusing on the value chain from production, and processing to distribution to the market 3 The mission of the business We connect with the community, with customers, with partners by prestige, by Quality food provides an abundant source of energy Take advantage of consumers used as a guideline to create core values, mission, and operating motto movement of the VISSAN brand throughout its development Vissan's mission involves components: STRATEGIC MANAGEMENT 7 HO CHI MINH UNIVERSITY OF BANKING • Customers: Vissan always cares about customers, always brings the best food and best quality products come to customers, and put customers as a guideline to vissan on the right track • Products: Vissan always focuses on the quality of its products, ensuring protection food safety • Care about community image: Vissan is positioned in the market by the trust through, the interest of consumers When it comes to Vissan, it can be considered real quality products, Vissan's image to the community is considered an image pretty • Vissan cares about its staff, creating a professional working environment professional, dynamic and giving its employees wages and allowances commensurate with their work and contributions 4 The vision of the business Vissan declares a vision for 2020, VISSAN becomes a manufacturer, processor, the largest food distributor in the country with a diverse and rich product chain, meeting full meet food hygiene and safety standards and having a great influence in the food industry area 5 The core value of the business: Core values: Complete the system from breeding areas to slaughtering, processing, distribution, playing a leading role in the food sector Core purpose: To bring safe and hygienic food to to everyone, making Vissan a leading manufacturer and distributor in the country 6 Competitive advantages: ✓ Modern production technology ✓ Wide distribution network and channels ✓ Strong brand in domestic market ✓ Strong capital and finance ✓ Employees with high qualifications, skills and experience 7 Strategic issues: With the potential of the market, along with the growing economy and the demand of a growing customer base, VISSAN capitalizes on its strengths in capital and capital modern production technology to research, improve and develop products to produce superior products, competing with competitors in the market STRATEGIC MANAGEMENT 8 HO CHI MINH UNIVERSITY OF BANKING 8 Organization-Wide strategics ✓ Market penetration strategy ✓ Product development strategy ✓ Forward integration strategy ✓ Strategy for backward integration 9 Customer Segments Vissan is positioned in the affordable customer segment Vissan's product is an industry food product, Company activities specializing in the production, processing, and trading of pork, beef, fresh and frozen poultry products, and cold meat products Show Currently, Vissan products serve people with a good average income Recently, the company also launched a product line of three cotton apricots with very reasonable prices for people with incomes that are sold in suburban areas of the city and are a product that penetrates the agricultural market village Therefore, at the present time, developing a common brand is appropriate to help save money cost-effective and suitable for its target customers CHAPTER II: FINANCIAL STRATEGIC OBJECTIVES AND ORGANIZATIONAL GOALS 1 The solution to reducing short-term receivables of customers: Receivables are a part of the enterprise that is misappropriated capital, if the capital is misappropriated regularly, it will make the financial situation of the enterprise difficult Among the company's receivables, 84 short-term receivables in 2019 increased from 2018 to 61,703,099,467 VND, equivalent to 21.82%, in 2020 increased again compared to 2019 to 4,199,044,483 corresponds to 1.22% The increase in short-term receivables in 2020 led to a decrease in revenue The company needs to promote debt collection activities 1.1 The goal of the strategy • Reduce the amount of capital occupied • Increase working capital turnover and decrease the number of days revenue is realized • Increase self-financing capital for fixed assets 1.2 Implementation content • Review and manage accounts receivable • Adjust the right credit policies for each customer STRATEGIC MANAGEMENT 9 HO CHI MINH UNIVERSITY OF BANKING cards, and open incentives for customers on their birthdays their This is a very important activity to increase the number of loyal customers for the supermarket Should associate with a number of banks to set up ATMs in supermarkets, invest in card scanners to make payment more convenient for customers, and stimulate customers' shopping Play soft music in the supermarket to create a sense of comfort for customers, compose songs to represent the Vissan brand, turn on more nutrition news, and ways to prepare meals to keep customers staying at the supermarket longer According to the survey, the main source of information that customers know about the supermarket is introductions and through posters, and leaflets Therefore, supermarkets need to increase advertising on television, newspapers, and the internet It is recommended to build a separate website for Vissan supermarket to increase interaction with customers, help customers easily update information and share with relatives and friends It is possible to use public transport such as buses, taxis, train stations, bus stations, etc to post wide advertising posters about supermarkets - Conclusion: Sales in the market economy are increasingly important, especially for commercial enterprises To be able to survive and develop in today's increasingly fierce competition and deeper integration trends, businesses that want to sell and sell more must constantly innovate themselves Find new ways and directions in business CHAPTER IV: INTERNAL/OPERATIONAL STRATEGIC OBJECTIVES & ORGANIZATION GOALS 1 The Core Tasks That Support Strategic Core values Vissan’s Core values: Every daily activity of VISSAN, every thought, and action of each member of VISSAN aims to bring new vitality to the community VISSAN has continuously improved the technology, and food processing formula towards the ultimate safety, meeting a comprehensive value chain’s requirements from safe raw materials to high-quality finished products bringing the best experience to valuable customers in terms of nutrition, unique and delicious flavor 1.1 Company personnel a) Organizational structure diagram: STRATEGIC MANAGEMENT 17 HO CHI MINH UNIVERSITY OF BANKING - VISSAN uses 2 forms: regular labor and seasonal labor ✓ Regular labor: contract labor ✓ Seasonal labor: labor is hired on a seasonal basis - In terms of training: The company has paid attention and implemented many activities such as: sending engineers to attend training courses abroad, continuing to open training courses professional care, and skills for workers - Regarding labor arrangement: ✓ The company reasonably distributes the number of people with university and high degrees ✓ Most of them hold managerial positions in the company, the rest have intermediate degrees ✓ In education, workers account for a relatively high proportion because they are allocated to production stages - About recruitment: Based on acquaintance relationship rather than professional capacity Do That is costly and time consuming for retraining b) Regarding salary and welfare policy: - Salary: In recent years with the change in the salary policy of the State, plus the company y's production and business activities are increasingly effective more effective, there should be a big change in the salary of the company's employees Mainly cadres management increased dramatically - Welfare: The company has implemented many welfare policies: health and social insurance, organization annual visits, and rewards, for all employees - At the same time, the company also encourages employees to study to improve their qualifications, And professional development by funding tuition for courses, and staff planning c) VISSAN: Developing with the motto “Vitality every day” For sustainable development, VISSAN Joint Stock Company is always open to cooperation with organizations and individuals not only local but also international in the production and export of livestock, poultry, meat, and processing foods The company specializes in producing, processing, and trading fresh and frozen pork, beef, poultry, and ham under French technology, sterilized sausages under Japanese technology, other processed products under the Vietnamese traditional method, canned products, and other consumer products VISSAN Joint Stock Company also focuses on pig, cow, and beef cattle breeds STRATEGIC MANAGEMENT 18 HO CHI MINH UNIVERSITY OF BANKING VISSAN’s products now have a strong position in the market, with the major revenue and market share VISSAN is considered the leading livestock provider in the country After several changes, VISSAN’s name is attached to the image of "Three yellow apricot flowers", forming a triangle on the red background, a solid shape accompanying the Company through many ups and downs, and has become a popular, reliable brand name, rooted deeply in the Vietnamese consumer’s mind until today In the context of the world economic integration, innovation is a mandatory requirement for the Company to adapt to the new business environment, strengthen the Brand name of "VISSAN – THREE YELLOW APRICOT FLOWERS" to be worthy of the community’s trust, the pride of a Vietnamese brand of the City and the country The structure of the "Three Apricot Flowers" in the inscribed circle of a triangle illustrates the development of a solid, safe, and good quality meat industry, for the interests of the community as well as the sustainable development with 8 core values specified in the brand identity system For the community’s interests, the slogan "Vitality Everyday" has been selected for VISSAN’s operation This is the message; the commitment of the Company to its responsibility of each product to bring health to the community, and contribute to the development of the meat processing industry in Vietnam It is the vitality, the desire of a group with more than 45 years of development to create a strong brand name in the context of integration 2 The Core Tasks That Support Strategic Visions 2.1 VISSAN's Vision Vissan explains its vision by 2020, VISSAN will be a manufacturer, processor, and The largest food distributor in the country, with a diversified and diverse product chain Food hygiene and safety standards that fully meet and have a major impact Area 2.2 Overall operations to achieve the mission statement a) Improve the quality of the processing mode Determining the core value of providing the market with fresh and processed food products that meet food safety quality and maintain nutritional value, Vissan has boldly innovated technology with the campaign "cleanliness" from farm to table” STRATEGIC MANAGEMENT 19